LDV T60 eyes Ranger and HiLux sales

LDV distributor Ateco Australia says the updated Chinese-made T60 ute has what it takes to challenge Australia’s light-commercial market leaders Ford Ranger and Toyota HiLux.

Ateco said it has “high hopes” for the more powerful and affordable T60 that arrives with an entry price of $35,779 drive-away for ABN holders.

Addressing the media via a pre-prepared video presentation, Ateco public relations manager Oliver Peagam said the brand has shown exponential growth since its launch in Australia in 2014, with year-to-date sales of the T60 already ahead of the full year model sales of 2020. 

“Now that it has been refreshed and rejuvenated, and with the addition of the top-spec T60 MAX, the T60 is ready to take it straight to the segment heavyweights – the Toyota HiLux and the Ford Ranger,” h said.

“We know that will raise eyebrows… but make no mistake, with the new T60 we are unashamedly targeting Ford Ranger and the Toyota HiLux, number one and two in the market respectively.

“There’s no doubt that 2020 and 2021 saw the continuance of a most challenging set of trading conditions, and yet… but despite all things COVID-19, LDV finished 2020 with 9323 vehicles sold – a massive uplift of nearly 44 per cent on the previous year. 

“In 2021, we’re already tracking well ahead of the same period last year. LDV is already ahead of our full year 2020 (sales) volume at the end of October – during the midst of a global pandemic, no less.”

Mr Peagam said the value for money offered in the T60, its impressive safety credentials, and substantial warranty was meeting the needs of both trade and recreational buyers in one of the most competitive new vehicle segments in the country, adding that the updated model is “no longer seen as just a working truck”.

“LDV offers a thoughtful and competitive product portfolio, and we’re not blind to what’s driven our extraordinary growth – the T60. The segment it plays in is growing substantially. In fact, over the last 20 years it has almost quadrupled, and now represents around 18 per cent of total vehicle sales,” he said.

“It’s a segment that can make or break a brand, which is why we’ve broadened the appeal of the T60 so that it’s no longer seen as just a working truck. 

“It’s now a lifestyle vehicle, allowing owners to enjoy the great Australian outdoors with their family and friends, while still having room for all their camping gear, motorbikes, and the ability to tow a trailer.”

Despite current shipping delays and the ongoing global microprocessor shortage, Mr Peagam said LDV is confident it can continue to provide Australian buyers with vehicle and says the T60 ute is expected to take a “significant four per cent market share” by the end of 2021. 

He said the availability of a powerful 160kW/500Nm bi-turbo engine and eight-speed automatic transmission gives the T60 the power it needs to beat every four-cylinder contender in the segment, outgunning the Ranger and HiLux by 3kW and 10kW respectively.

“The T60 is more powerful than the market-leading 157kW Ford Ranger XL Biturbo. Furthermore, the new T60 MAX PRO automatic enjoys a massive price advantage to the equivalent Ranger,” he said.

“At just $37,884 drive-away it’s over $20,000 cheaper than the market leader, or to put it another way, the Ford Ranger XL is 53.1 per cent more expensive than an equivalent T60.

“LDV is a mainstream brand now. We’ve sold well over 35,000 units since our official launch, and over 18,000 T60s, which make up a significant percentage of our total sales. The updated T60 is good and ready to build on that strong platform. Only LDV is offering high-end performance for everyday Australians.”

LDV has sold 12,128 new vehicles in Australia so far this year, 84.7 per cent more than the same time last year.